Digital marketing campaign template

DIGITAL MARKETING CAMPAIGN
TEMPLATE
ABOUT THIS TEMPLATE
We’ve created this template to help marketers plan a campaign and also brief colleagues and
agencies in a way which really integrates digital marketing into their campaigns. Agencies may
find it useful for reviewing their campaign processes. We also hope it will help prompt you to
think of different ways of integrating new digital marketing approaches into your campaigns.
It’s created by Dave Chaffey and Danyl Bosomworth of the digital marketing advice site, Smart
Insights.
If you want to download it, you can find this document on our site at:
www.smartinsights.com/digital-marketing-strategy/campaign-planning-template
TEMPLATE STRUCTURE
The marketing campaign planning template is available in Word format so that you modify it to
best suit your marketing campaigns.
The stages of marketing campaigns and key issues covered are:
1. Campaign goals and tracking. What are we trying to achieve through our campaign and
how will we know when we achieve it?
2. Target audience, customer insight and targeting. Who are we trying to reach and
influence?
3. Key campaign messages and offers. How are we trying to position our company,
products and services? Which campaign or product offers will engage and convert our
audience?
4. Strategy or strategies. How will you reach and engage your target audience.
5. Online media mix selection and budgeting. Which media do we think will be effective?
Typically an agency will recommend this, but clients will have suggestions based on past
campaign performance.
6. Media schedule and campaign integration. What is the sequence of deploying media
and what are the waves of message/offer during the campaign?
ABOUT SMART INSIGHTS
Smart Insights is a digital marketing portal and consultancy sharing advice to help marketers
get more value from their investments in online marketing and analytics.
Our expertise is in developing winning digital marketing strategies and improving commercial
results through Web Analytics (in particular Google Analytics). These are the main focus of blog
updates featured in our Emarketing Essentials Enewsletter where we have regular practical
advice on the digital marketing tactics that matter most in delivering better results to most
companies, i.e.
‣ Digital strategy and campaign planning
‣ Actionable analytics for site and campaign optimization
‣ Search Engine Marketing (SEO and Pay Per Click)
‣ Social media
‣ Persuasive site design and web analytics
‣ Email marketing
© Smart Insights (Marketing Intelligence) Limited www.smartinsights.com

Signup to our Enewsletter at www.smartinsights.com or our Facebook Page at
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If you have any questions or comments, please get in touch via
www.smartinsights.com/contact-us.

CAMPAIGN TEMPLATE
Campaign Name Campaign
Campaign team Target live
date
1. Campaign goals
SMART goals: Keep these tied to measurable KPI’s,
ideally linking to a monetary value - it’s far easier to
justify spend!
2. Campaign targeting
Target audiences - primary and secondary
3. Campaign
messages and offer
“The Big Idea”
What do you want your audience to do, think, or feel -
and why would they, what is in it for them, where is the
value exchange?
4. Strategy
What is the strategic approach you’re using - think
about how you will connect with and convince your
audience. It’s important to define this so that you can
get aligned to the wider business and ensure you
choose the right communication channels, promotional
5. Media mix and
budgeting
Recommended %age investment in digital media, e.g.
• Paid search
• Display advertising
• Social media
• Online PR
Total budget available:
• Planning & research
• Creative & content assets (e.g. videos)
• Media
• Testing and in-campaign optimisation
6. Media schedule
Key milestones, campaign wave start dates and
deliverables

1. CAMPAIGN GOALS AND TRACKING [Delete or Add as appropriate]
General aims
for campaign
• General marketing aim of campaign and context:
• Product categories or services targeted:
• Sales and lead generation goals: (these are key!)
• Positioning and brand communication goals:
Conversion model
goals
(SMART)
• Reach (number of prospects reached on third party
sites):
• Incremental unique visitors or visits to site:
• Incremental social engagement (target number of
‘Likes’ on Facebook, Twitter follows or Email signups:
• Marketing outcomes (and conversion rates to goals):
• Campaign response – leads or sales ( %), Value £,
Allowable CPA
• Email sign-up ( %), Value £, Allowable CPA
• View where to buy ( %), Value £, Allowable CPA
• Repeat for other sites where microsites hosted
• See spreadsheet models at
www.davechaffey.com/Spreadsheets.
Branding objectives • Brand awareness – how will the campaign increase
brand awareness?
• Brand familiarity – which products are featured in
campaign, what is the emphasis?
• Brand purchase intent goals – how is the campaign
intended to directly and indirectly influence sales
Engagement goals How will you assess audience engagement and campaign
momentum?
• Bounce rate and dwell-time
• Return visits during campaign
• Engaging with different content types - which?
• Registration?
• Participation in commenting, rating, submitting ideas
Response
mechanism
Landing page URLs:
• Pages to be tagged with ‘Spotlight tags’ to highlight
conversion goals - if possible configure your analytics
system to campaign track
• Campaign specific phone numbers
Profiling Define the data collection required on response forms.
• Customer database fields updated according to click
response:
SEO goals Type of sites targeting for back-links:
• Target anchor text:
• Target landing pages (deep-links to product and
services pages are best, not home page):

2. CAMPAIGN INSIGHT: CUSTOMER INSIGHT AND TARGET AUDIENCE.
E-MARKETPLACE ANALYSIS [Delete or Add as appropriate]
Target audience
(personas)
Target audience segments and personas.
• Demographics (Age, gender, social groups or B2B
demographics – members of buying unit, company size
and sector, etc)
• Psychographics (Develop personas)
Audience
motivations
(scenarios)
Typical customer motivation and/or scenarios for
responding (personas):
Competitors Example direct competitor sites and core value
propositions:
Indirect competitors:
Online
intermediaries
Different types of site that you could use to increase
audience reach:
· Horizontal portals and mainstream media
· Niche or vertical industry sector media sites
· Niche social networks
· Aggregators and super affiliates
· Small affiliates and blogs
Media consumption
and buying process
Which media sites or portals do your customers typically
use, how web savvy:
What is the process by which they select products
(search keyphrase sequence):

3. OFFER AND MESSAGING
Campaign “Big Idea” The hook, theme or main message you want the
audience to recall and act upon
Unique Value
Proposition
Benefits of ultimate marketing
outcome, e.g. purchase,
attending event, etc.
Corresponding features
that deliver these
benefits:
Online Value
Proposition:
Specific benefits of responding / buying online compared
to other channels or competitors - this is the UVP
translated online and applies specifically to your web site
Ideas for main
creative concept
What attracts attention and proves relevance to potential
customer?
Reasons not to click? Why might the customer not think the
message/offer/brand is relevant?
Reasons to click? Include key messages and calls-to-action for online
and offline media to
‘Drive to web’. Include both rational and emotional
benefits.
Credibility How do you prove what you say is valid?
Key brand messages Not all prospects will be familiar with your brand. What
are the brand values or the brand essence that you want
to communicate? (e.g price, convenience or quality
based)
Tone of Voice How do you want to sound? For example:
Straightforward, Friend or adviser. Serious. Energetic.
Dynamic.
Creative Opportunities and collateral available for:
• Rich media and video
• Content and guides
• Viral effect - what will be the viral agent?
4. STRATEGY
Strategies for each
objective
How - will you address the audience with the offer,
message and positioning that you have created. Use any
research/insight for section 2. Think about:
• Are your audience online? Is digital the lead or support
to traditional offline broadcast media
• Are there times of the day when your audience is most
likely to be receptive - timing is everything
• Are you looking to interrupt with advertising or build
relationships
• How can you add value so that the audience is
motivated (directly or indirectly) to spread your message
for you
• Do you want to create excitement with prizes and give-
aways or maybe you need to incentivise transaction to a
deadlines

5. MEDIA PLAN AND BUDGET
ONLINE – Potential media
sources & sequence. Approx.
budget split
OFFLINE – Potential media
source & sequence. Approx.
budget split
Advertising • Paid search ads:
• Display ads:
• 3rd
party e-newsletter ads:
• Web site downloads:
• Press:
• Broadcast media:
Direct communications• 3rd
party rented list:
• Co-branded campaigns:
• House lists:
• Communications on web
site.
• Additional content.
• Data capture (standard?)
• Direct mail:
• Telemarketing:
PR and social media • Blogs and RSS
• Social media marketing
• Viral marketing
• What generates a buzz
• Which traditional online
media outlets?
Available budget Total budget available:
• Planning & research
• Creative & content assets
(e.g. videos)
• Media
• Testing and in-campaign
optimisation

6. CAMPAIGN MEDIA SCHEDULE AND INTEGRATION
Integration How will integration between different media channels be
achieved?
Media plan Sequence of waves of campaign

Digital marketing campaign template

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